Brothers' Keeper: Reebok Re-Signs Peyton, Eli Manning As Brand Sponsors

Reebok has “re-signed longtime endorsers Eli and Peyton Manning, the strongest evidence yet that while its brand will no longer be seen on NFL fields, the company isn’t abandoning marketing around the league,” according to Terry Lefton in this week’s SPORTSBUSINESS JOURNAL. The decision to retain the Mannings is “an indication both of their marketing appeal and a ‘less is more’ endorser philosophy for Reebok.” Reebok VP and Head of U.S. Marketing John Lynch said, “Clearly, we’re still using athletes, NFL or otherwise, in our marketing.” Lynch noted that the brand’s "other NFL players under contract include" Chargers QB Philip Rivers, Patriots WR Chad Ochocinco and Cowboys LB DeMarcus Ware. Peyton Manning has been a Reebok endorser since ’02 and Eli since ’04. Lefton notes the Manning brothers “will be the centerpiece of a back-to-school campaign for the new and lighter version of Reebok's Zig technology, part of an industry trend toward lightweight footwear” (SPORTSBUSINESS JOURNAL, 5/7 issue).